Theme parks as a model for cultural institutions

Fabio Severino argues that cultural institutions should take inspiration from theme parks, which thrive on business-driven experimentation and innovation. Disneyland Paris employs 15,000 people, attracts nearly 10 million visitors annually, charges €87 per ticket, and generates €1 billion yearly. Theme parks now focus on immersive digital experiences instead of traditional roller coasters: visitors sit in carriages that move and roll while 3D 360-degree films, smells, and vapors create multisensory environments. Universal Studios Los Angeles, no longer a film set, offers about ten rides lasting a few minutes each, with entry at $109 and an express lane option for $70. Severino suggests applying similar immersive techniques to cultural storytelling—covering history, ancient civilizations, wars, explorations, and artists' lives. He proposes transforming Cinecittà from an anachronistic film set into a unique theme park featuring attractions based on films like Gangs of New York, Ben-Hur, and Fellini's works.